In recent years, interactive product customization has transformed how customers engage with online shopping. With the rise of real-time 3D and visual configuration tools, businesses can now offer immersive ways for buyers to explore and personalize product options.
What Is a Product Configurator?
A product configurator is a digital tool , either in 2D or 3D , that enables customers to tailor products based on their needs — adjusting features, materials, finishes, sizes, and more. These systems are especially powerful for companies selling customizable or modular products, as they streamline the buying process and improve clarity for both the buyer and seller.
🔗 Want to see how this works in action? Explore our 3D product configurator built for complex product setups.
In the past, traditional product customization was limited to selecting from a predefined set of options. However, thanks to technological advancements, particularly in 3D modeling and visualization, businesses can now provide customers with more interactive and immersive customization experiences. This evolution enables customers to have greater control over the final product, leading to increased satisfaction and loyalty.
From a business perspective, embracing product customization can unlock numerous opportunities for growth and scalability. By offering personalized products, businesses can differentiate themselves in the market, attract a wider audience, and foster deeper connections with customers.
Here are the key elements of modern product customization platforms:
Interactive Platform
Configuration often occurs on interactive platforms like websites, apps, or in-store kiosks. These platforms allow customers to visualize and modify their products in real-time, offering a dynamic and engaging experience.
User-Friendly Interface
Ease of use is critical. A clear, responsive interface ensures customers can explore options without friction.
Flexible Options
Successful customization depends on offering a wide range of choices — from colors and materials to add-ons and configurations.
Realistic Visualization
Advanced visualization (often in 3D) lets customers see a near-exact version of what they’re building. Some tools integrate Augmented Reality (AR) for an even more immersive experience.
Real-time Price Calculation
Dynamic price updates as options are changed provide transparency and speed up decision-making.
The Advantages of using Product Configurator in eCommerce
As visual and interactive technologies evolve, more eCommerce brands are turning to product customization software to meet rising customer expectations.
Enhanced Customer Experience
Letting customers design their products makes them more engaged and confident in their choices.
Reduced Returns
By providing customers with a visual representation of their customized products, this tool helps reduce the likelihood of abandoned carts and returns due to misunderstandings or misalignments with customer expectations.
Brand Loyalty
Personalized products foster a stronger emotional connection between customers and brands. This emotional attachment translates into increased brand loyalty and positive word-of-mouth referrals.
Efficient Manufacturing and Inventory Management
Businesses can streamline manufacturing processes and optimize inventory management by allowing customers to design their products. Products are produced on demand, reducing waste and excess stock.
Data Insights
Every configuration becomes data: helping brands understand demand, optimize SKUs, and fuel product innovation.
Top 11 Best Product Configurator Examples in 2025
Let's explore the top 10 3D product configuration examples in 2025, showcasing how companies utilize this technology to revolutionize customization and create unforgettable customer experiences.
1. Car 3D Configurator : BMW
BMW's car configurator goes beyond traditional product customization by incorporating Augmented Reality (AR) technology. Customers can explore and customize BMW vehicles in a fully immersive environment and then view the result in its original size as an augmented reality model.
The ability to modify colors, trims, and interior options in real time creates an engaging and unforgettable experience for car enthusiasts.
The BMW configurator caters to car enthusiasts and attracts potential customers who may have yet to visit a physical dealership. The interactive nature of the AR experience allows users to see the smallest design details and experience the car as if they were sitting behind the wheel, fostering a stronger emotional connection to the brand and product.
2. Apparel Customizer : Adidas
Adidas, a global leader in sportswear and athletic footwear, has increased customization with its innovative product configuration platform, Uniforms by Adidas. This tool allows customers to design and personalize team uniforms, giving athletes and sports teams the opportunity to showcase their unique style and identity.
The Uniforms by Adidas platform offers a seamless and interactive customization process. Customers can access the configurator on the official website and start designing their team uniforms from scratch. The platform's user-friendly interface guides users through the design process, ensuring a smooth and engaging experience.
3. Shelving Configurator : Lundia
Lundia, a Finnish manufacturer known for high-quality modular shelving systems, uses a product configurator powered by VividWorks to offer a fully personalized design experience. The interactive platform allows customers to create shelving units tailored to their specific needs — from adjusting the height, width, and number of shelves to selecting materials, colors, and finishes. Whether designing for a home or office, users can easily visualize their custom setup and ensure it fits seamlessly with their space.
🔗Check out this guide to learn about modular configurator for custom furniture
As they make these selections, the product configurator instantly renders a visual representation of the customized shelving unit, allowing customers to see how it will fit and complement their home or office environment.
The tool also provides real-time price updates, making it easier for customers to stay within their budget while building their dream storage solution. Furthermore, saving and revisiting designs ensures that customers can take their time making decisions and refining their configurations until they find the perfect fit.
Lundia's new visual sales tool enhances the buying process by empowering customers to be active participants in the design of their shelving units. Instead of choosing from pre-determined configurations, customers have the freedom to create shelving systems that cater to their unique storage needs and spatial constraints.
4. Upholstery Furniture Configurator: IKEA
IKEA's visual configurator allows customers to design and visualize their ideal home furnishings. Customers can virtually customize items such as sofas, kitchen cabinets, and wardrobes by selecting different colors, materials, and configurations.
The visualization accurately represents the final product, empowering customers to make informed decisions and ensuring their personalized choices align with their vision for their living space.
The idea of IKEA's product configurator lies in its simplicity and ease of use. Customers can access the platform online or in-store, where they can experiment with various furniture combinations without the need for extensive knowledge of interior design. With just a few clicks, they can explore different layouts and find the perfect match for their homes.
5. Modular Fixture Configurator : Grand + Benedict
Grand + Benedicts, a renowned Portland-based fixture retailer, faced challenges in selling its highly customizable Lozier Gondola shelving. Its sales process was slow and prone to errors because it demanded back-and-forth communication between salespeople and customers. Additionally, customers struggled to visualize their options and get quick prices and quotes.
That’s when Grand + Benedicts decided to adopt a 3d fixture configurator on their website. The configurator enables customers to design modular shelving on their own, interact with 3D visualizations, and receive quotes in real-time. This gives them a more interactive, trustful shopping journey, increasing their confidence in purchasing decisions for higher conversion.
On the other hand, this sales configuration tool benefits the sales team by ensuring 100% accuracy, saving time and effort, and reducing costly reworks for manual errors or miscommunication. This allows them to focus on more strategic tasks to establish their strong brand identity.
6. Virtual Makeup Try-On : Loreal
Loreal Paris leverages 3D to offer customers a virtual makeup try-on experience. Through their Augmented Reality (AR) app, customers can virtually apply different makeup products to see how they look on their own faces.
This technology eliminates the need for physical testers and allows customers to choose the shades and products that suit them best confidently.
7. Instrument Configurator : Fender
Fender is a renowned musical instrument manufacturer known for its guitars, basses, and amplifiers. Fender has played a significant role in shaping the electric guitar industry.
They are best known for their iconic guitar models, including the Stratocaster, Telecaster, Jaguar, and Jazzmaster, which have become staples in the music industry
Fender offers a product configurator called Fender Mod Shop. It allows customers to customize various aspects of their guitars, including body shape, color, pickguard, hardware, pickups, and more.
8. Rolex: Online Watch Configurator
Rolex provides a virtual watch configurator where you can select the model, case material, dial color, bracelet type, bezel options, and other features to create a personalized Rolex watch. With the configurator, you can create a unique watch that matches your style and preferences.
Once you have made your selections and finished customizing the watch, the product configurator will display the final result along with an approximate price range for the configured timepiece.
9. Nike: Shoe Online Configurator
Nike offers a popular shoe configurator called Nike By You, allowing customers to customize and design their shoes. With this tool, you can create a personalized and unique pair of Nike shoes that reflect your style and preferences.
As you make these customizations, the interactive product configurator provides a real-time visual representation of the shoe, allowing you to see how each customization choice affects the overall look. Once you're satisfied with your design, you can proceed to order the customized shoes directly from the Nike By You platform.
10. O Bag: Bag 3D Configurator
O bag is a brand that offers customizable bags and accessories through its unique O bag configurator. With O bag, you can create a personalized bag that matches your style and preferences.
With the O bag configurator, you can experiment with different combinations, previewing and visualizing your customized bag in real-time. Once you're satisfied with your design, you can order your personalized O bag directly from the O bag website or authorized retailers.
The O bag brand emphasizes simplicity, modularity, and the opportunity for self-expression through customization. With their configurator, you can actively design a bag that is adaptable, stylish, and truly reflects your individuality.
11. Supra Cabinets: 3D Garage Storage Configurator
Supra Cabinets leveraged the role of VividWorks 3D product configuration to give customers a 3D preview of their custom garage cabinets. This innovation also integrates Visual CPQ, enabling everyone to configure storage and get accurate pricing and quotes all at once. Additionally, this 3D configurator includes pre-built product logic to reduce design errors from invalid variant combinations, ensuring that every product design is manufacturable.
Notably, the addition of Augmented Reality allows for interacting with the configuration in the actual environment, clarifying how cabinets will look in real life. And the VividWorks 3D configurator can also work well with the WooCommerce platform for a smoother workflow.
As you can see, the integration of product configurators in various industries has transformed how customers interact with and personalize products. From home furnishings to luxury cars and sports shoes to even modular shelving systems and other custom products, businesses are harnessing the power of 3D technology to offer immersive and interactive customization experiences.
If you’re exploring ways to bring customization into your sales process, having the right configuration software makes all the difference. Whether you’re selling modular furniture, retail fixtures, or specialized equipment, delivering a seamless, interactive experience can set you apart. Learn how our 3D product configurator helps businesses turn complexity into clarity — and browsers into buyers.
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